Pfizer is adding humor to the battle over the post-menopause prescription market. Launched last week the “Let’s talk about change” campaign is a departure from the company’s recent “Tune into Menopause” campaign that featured Kim Cattrall. As someone who has sat in a LOT of research with women this YouTube video really misses the mark.
POST SUMMARY: It’s hard to have a meeting to discuss new DTC marketing initiatives without the dreaded ROI discussion. I understand that the current business environment in biopharma is about creating customers, but the problem is that consumers today don’t want to be sold. If you really want to closer to your customers, find ways to help them make better healthcare decisions and get good credible health information.
Large-scale biotech-manufacturing facilities require $200 million to $500 million or more to build, compared with similar-scale small-molecule facilities that may cost just $30 million to $100 million, and they can take four to five years to build. It’s by far the fastest-growing part of the industry: biopharma’s current annual growth rate of more than 8 percent is double that of conventional pharma, and growth is expected to continue at that rate for the foreseeable future.
POST SUMMARY: Dr. Joseph Kvedar, director of the Center for Connected Health at Boston-based Partners HealthCare said that nobody has figured out how to make consumers — patients — care about mobile health technologies. “And if we don’t [figure that out], m-health will be another tech bubble,” Kvedar was quoted as saying.
POST SUMMARY: Consumer packaged goods companies understand that the secret to social media success (and failure) is to stop talking and start listening. Brands need to stop promoting new products in social media and instead use social to collaborate with people while helping them navigate the complex world of healthcare.